Business Calls with Gemini: A New Era for SMEs

Google has begun testing a feature that allows Gemini to call businesses on users’ behalf. Initial access is planned for Pixel 11 owners in the United States with a paid Gemini subscription. This development marks a step toward AI assistants that not only provide information but also communicate with the outside world on behalf of users. For businesses, the question is how to handle these calls and route requests into the relevant business processes.

With the feature still in testing, its scope needs to be assessed carefully. The country, device and subscription requirements specified for initial access do not indicate general availability for all Gemini users. Based on the information currently available, it is not possible to provide a timeline for access in Türkiye or expansion to other devices. Businesses should therefore base their preparations on the needs that AI-mediated communication may bring, rather than on the assumption that the service is already available to everyone.

For SMEs, the key question is how to manage a request when an AI assistant is on the other end of the line. Having an assistant speak instead of the customer does not remove the need to understand the request correctly and record all the necessary information. Businesses can define in advance what information the call-handling team may share, which actions require verification and when to refer the matter to an authorized staff member. Preparation then becomes more than simply a matter of adopting new technology.

From an operational perspective, it is also important that information gathered during a call reaches the right place within the business. Rather than creating a separate, disconnected process for requests received through AI, businesses can review whether their existing recording and tracking workflows are adequate. They can clarify who will handle the request, how missing information will be obtained and who is responsible for following up with the customer. Automation and system integrations should be considered once these needs have been identified.

At X Mind Solutions, we see this development as a meaningful opportunity to assess businesses’ readiness for AI agents through the lens of customer communication. The starting point should not be to automate every call, but to make existing communication workflows, limits of authority and points requiring human intervention clear. Although the Gemini test is limited in scope, SMEs can use these questions to review their call-handling processes and define their own operational needs more clearly.